Senior Analyst, Audience Strategy

As a Senior Analyst in Audience Strategy at UM, you'll be responsible for creating and managing audience segment taxonomies, tracking audience naming conventions, and providing audience-based insights for our CPG clients. Your role is essential for ensuring accurate data in campaign setups, managing audience automation mapping, and assisting various teams to optimize targeting strategies.

To qualify as a Senior Analyst in Audience Strategy at UM, you should have a bachelor's degree along with 2-3 years of relevant experience in media or a related role. Strong analytical skills, a solid understanding of audience segmentation, effective communication, and project management capabilities are vital components of the profile we are seeking.

The Senior Analyst in Audience Strategy plays a crucial role at UM by defining and managing audience segments necessary for effective campaign execution. You will develop strategies to optimize audience targeting and collaborate with internal teams to ensure that the segmentation aligns with the broader marketing goals of our CPG clients.

Success as a Senior Analyst in Audience Strategy at UM hinges on your problem-solving abilities, strategic thinking, and project management skills. Effective communication, attention to detail, and a solid foundation in digital marketing and audience analysis will aid you greatly in overcoming challenges and driving results.

As a Senior Analyst at UM, you can expect a dynamic and inclusive work culture that places people at its core. UM is dedicated to providing support for career growth, encouraging curiosity and collaboration among team members, and fostering a diverse workplace where everyone can thrive and contribute to innovative solutions.

In preparing for this question, it’s important to showcase specific examples of how your understanding of audience segmentation has contributed to successful campaigns. Discuss the methodologies you've used, any specific tools, and the results that demonstrated your impact on campaign performance.

When responding, consider mentioning techniques like A/B testing, analyzing demographic data, and leveraging customer insights to refine target profiles. Highlight collaborative approaches, such as working with cross-functional teams to ensure alignment and maximize campaign effectiveness.

Discuss the measures you take to maintain data integrity, such as regular audits, implementing data validation processes, and collaborating closely with technical teams. Highlight any specific examples of how your attention to detail has resolved issues in data management.

Use this opportunity to walk the interviewer through a particular scenario where you identified the problem, analyzed potential solutions, and successfully implemented a plan of action. Focus on skills like analytical thinking and collaboration.

Mention the specific platforms and analytics tools you've used in past roles, such as Google Analytics, DSPs, or customer relationship management (CRM) systems. Articulate how your experience with these tools allows you to draw insights and improve audience targeting.

Explain your approach to professional development, including subscribing to relevant newsletters, attending industry conferences, joining webinars, or engaging in communities and forums. Show your commitment to continuous learning and growth in the field.

Share specific instances where you successfully managed multiple projects under time constraints. Discuss your prioritization strategies and how you ensured that quality was not compromised even under pressure.

Explain that successful audience strategy often requires both analytical skills and creative insights. You can discuss how you utilize data to inform intuitive decisions and back them up with evidence, showcasing your ability to integrate both approaches.

Choose a project where you had a significant impact, discuss your role in the campaign, and articulate the strategies you implemented that contributed to its success. Highlight the metrics of success to underscore your contributions.

Share your insights into industry trends and challenges, such as data privacy regulations and the importance of inclusivity in audience analysis. Discuss why it's essential for audience strategists to adapt and evolve with technological advancements.